On Wednesday, July 6th, 2011, the communication manager, for the Canadian Cancer Society (CCS), in Toronto, Ontario, was confronted with a challenging situation.
Furthermore, the CBC article supplied details on how the percentage of gift money each year, the CCS spent on cancer research had fell from 40 per cent in 2000 to under 22 per cent in 2011. Public conjecture into the fiscal management of public donations of CCS was starting to grow, with the CBC report circulating in both television and internet media. It was clear that the CCS communicating team would need to react. A communication strategy would need to be developed for the CCS to follow moving forward, on the CCS website to be posted the next day together with a press release.
PUBLICATION DATE: October 17, 2011 PRODUCT #: W11363-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
Related Case Solutions & Analyses:
Note on Low-Tech Marketing Math
Sea Pines Racquet Club
Stirling Homex (A)
Introduction to Accumulated Value Present Value and Internal Rate of Return
Gould Inc.: Graphics Division
Norton Co. (A)
Economy Shipping Co.
Hikma Pharmaceuticals (B)
Media Modeling and Budgeting at DMI
Sustainability as a Marketing Tool: To Be or to Appear To Be?
